Analysing site log files for highly converting phrases is the most popular keyword selection method for forms with large search engine marketing budgets, according to new research. A study by Marketing Sherpa found that 85 per cent of companies that have a search marketing budget of over $25,000 (£15,500) believe this technique is effective, compared with 54 per cent of firms that spend less than $10,000.

Using the same tactic to find frequent keywords was said to be successful by 54 per cent of both sets of 
businesses, however, internet site search analysis was much more fruitful for those with higher budgets, with 46 per cent of those spending over $25,000 finding it effective, compared to 30 per cent of lower-spending businesses.

The news source noted that it is "imperative" marketers utilise "the same language used by their target audience" when producing advertising material that is to be used online. "Marketers with bigger ... budgets are more likely to rate nearly all tactics as 'highly effective' than their counterparts with smaller budgets," the website observed, adding that expertise also plays a role in the success of choosing effective keywords.